Mobile video is revealing itself to be the best-performing unit in advertising, and its rapid growth indicates it has a bright future. This year's Super Bowl showed how advertisers are leveraging mobile to make the most out of their TV ads, observers say. "Mobile video is not the new TV commercial by a long shot -– not yet at least. ... Leading marketers that are driven by meaningful metrics, not by clinging to safety, are shifting TV dollars to mobile video –- and not just any mobile video –- but mobile video ads before premium mobile video content, since these ads have the best results," said Ujjal Kohli, CEO of Rhythm NewMedia.